Marketing: An Expectation Economy

To successfully market to your target audience, it is necessary to understand the trends in which they, your audience, pays attention to. Watching and tracking cross-industry trends can help you better focus your advertising and marketing dollar more effectively. The following excerpts from an online article is a start to address capitalizing in on your share of this dynamic market.

Sure, we know that what you really, really want is to be told which trends will dictate your industry. If you’re in automotive, you want to know about the future of transport; if you’re in food and beverage, you’re no doubt interested in everything healthy and green and organic. And of course you have a near-obsession with what your main competitors are up to. But in an EXPECTATION ECONOMY, business professionals should obsessively think and look cross-industry, as opposed to suffering from industry tunnel vision.

Here are three reasons why looking cross-industry isn’t just great for inspiration, but a prerequisite for understanding how to fuel innovation in an EXPECTATION ECONOMY:

First of all, focusing solely on your own industry will obscure the fact that in economies of abundance, consumers are increasingly spending their ‘play money’ on goods and services that net them the experience, the indulgence, the excitement, the satisfaction they’re looking for at a specific moment.

Secondly, limiting yourself to your own industry will make you miss important changes in consumer expectations, and will thus put you at risk of disappointing or even annoying consumers. Every industry has its own ‘innovation competence’, and the innovations they’re bringing to market not only excite their own customers, they also shape their expectations for other industries.

Last but not least, if you’re obsessed with what your direct competition is doing, you will always end up copying new concepts in your industry. Which means that, unless you’re comfortable with being a ‘smart follower’, this is not going to unleash your innovative brilliance.

Now, all of this is of course not to say that you shouldn’t actively track what’s happening in your own industry. But in the next 12 months, do also constantly ask yourself: who are our other competitors? What experiences could our product or service be traded in for? And what can we learn from other industries setting consumer expectations across the board?

Tracking and understanding THE EXPECTATION ECONOMY is not a science; in fact it’s a nice mix of experience, intuition, and knowing your sources. Grab your notebook and camera and start taking EXPECTATION ECONOMY notes and pictures.

Find competitors and non-competitors, big and small, who are setting consumer expectations much higher than you’ve ever been able to. Then compile what you think are now the global standards for whatever it is you do, and from there start thinking about new goods, services and experiences that at least incorporate those standards, and preferably outdo them.

With a little practice and perseverance, you will begin to see trends that you as an owner can utilize to capture your target market. Sometimes, being the biggest is not necessarily being the best.

(Courtesy: TrendWatching.com

Read the entire story at

http://www.trendwatching.com/briefing/)

A LETTER FROM THE PRESIDENT

As a teenager and then as a young adult growing up in a small Iowa town, I wore the popular fashions of that time period. As I got older I realized that in order to be successful and compete in my chosen field that change was needed.

Today, change and innovations are expected in this diverse and dynamic economy we live in. With the new direction and marketing concepts we’ve initiated, we’ve taken a long hard look at our company and have come up with some fresh and innovative ways to increase our visibility and brand image.

Our cups, you will soon see, have changed. Today’s consumers are more earth conscience. Our cups are made of recyclable material to help combat pollution and environmental waste. Another benefit  is that our new cups are used for both hot and cold drinks, saving you money. This decision to be more earth friendly, is undoubtedly one of the best decisions I’ve made as president.

But what is change without updating? Look for our new and improved company logo. The decision to improve our logo increases our visibility with consumers and will help to build Cuppy’s Coffee, Smoothies & More into a nationally recognizable brand. 

Bellbottoms, big hair and polyester have passed, hopefully not to return anytime soon. Being more earth conscience, recycling and increasing our visibility with our logo will help us all to compete and prosper for today and tomorrow.

Doug HibbingPresident

Cuppy’s Coffee, Smoothies & More

Cuppy’s Coffee Franchise System Managers – Your Coach, Your Mentor, Your Best Friend!

Calling into a company to get answers can sometimes be a daunting task itself, from being put on hold or being shuffled around the office to get the correct answer. Maybe you reach a person only to find out the information given you is not the right answer you were seeking. Medina’s Franchise Systems Managers (FSM) are here to make sure that doesn’t happen to you.

The advantages may not be easily recognizable at first, but your FSM will work to your benefit. The FSM’s are trained in every aspect of the franchising process and will guide you through from beginning to end. One advantage of having a personal FSM is that you only have to make one call; speak to one person to get the answers you need. This is a key factor in saving you time and trying to remember which department or person you need to reach. FSM’s realize that you have enough contacts to keep track of and as a business owner your time is valuable. Everyday your FSM works towards being your “one stop shop” for all the questions and answers that arise while opening your store. Another advantage is the relationship you and your FSM establish will lead to a long lasting friendship. A friendship developed by working closely together to see your dreams come true.

Your personal FSM is the angel on your shoulder from coordinating with your Real Estate Specialist and Elite Project Managers to your building delivery. Need answers about purchasing, marketing or field training your FSM is trained to get you the correct information you’re looking for. Your FSM will be there every step of the way to answer your questions and concerns.   During the process of opening your business questions, problems or unforeseen events may arise, your FSM is your “go to person”.

Communications plays a key factor in your relationship with an FSM. Being in constant communications with your FSM will ensure that you’re always in the loop regarding new marketing ideas, new products and exciting events happening in the franchising community. Importantly, being open and honest will help assist you in areas that you feel are important as well as keeping the amount of information flowing in both directions to getting your store open successfully.

New CFO Joins Medina Enterprise Executive Branch

Medina Enterprises, a Fort Walton Beach based holding company, announced today the newest addition to its executive management team with the hiring of Don Ochsenreiter as Executive Vice President and Chief Financial Officer. Ochsenreiter brings significant financial and operational leadership to Medina Enterprises. With Medina anticipating tremendous future growth, Ochsenreiter’s primary objectives are to establish optimal capital structure for the company to facilitate its imminent growth, and to help Medina achieve this growth building a solid financial foundation.

Before joining Medina, Ochsenreiter was President and CEO for Burton Golf, Inc. for the past 13 years. At Burton Golf, Ochsenreiter repositioned and grew the leading golf bag brand to the number one market share position in golf course shops worldwide. Before recently selling the company to a strategic buyer, he managed every aspect of the company through operational and industry change. Ochsenreiter holds a B.A. in economics from University of North Carolina at Chapel Hill and an M.B.A. from the McCombs School of Business at the University of Texas.

A New Cup For Cuppy’s Coffee Owners

Rising costs and economic forecasts has led Cuppy’s Coffee to find a more reliable and cost effective cup for its franchisees. Currently, Cuppy’s orders 3 different cup sizes and 3 different lid configurations causing confusion within the company and its franchisees. (this is just the hot cups)

Now Cuppy’s Coffee is set to release a cup that works for both hot and cold drinks. The cup is also recyclable, giving cause to the environmental waste concerns of both the company and the public it serves.

The new cups features the IMx technology meaning that beverages served in the new cups maintain the ideal serving temperature of 155F to 175F longer than a single paper hot cup with sleeve. The new cup will also adorn the new revised company logo.

Now instead of using two cups, one for hot and one for cold, the new cup can be used for both. An all in one cup! The insulation properties keep cold drinks cold without the need for a sleeve and while eliminating condensation from the outside of the cup keeping it comfortable to the touch. One size is all that is needed for new cup. No need for different sized lids for the various sizes. This reduces cost to the franchisee by having a cup that can accommodate flat lids, dome lids and hot lids on all 3 sized cups. In other words each lid type is universal and fits all 3 size cups, allowing the franchisee to stock just one size, while simplifying the ordering process.

The new cup is fully recyclable which eliminates the need to double-cup requiring twice the energy, twice the waste, and emits twice the amount of greenhouse gases. This news will be great for customers and communities that are mindful of the waste management issue. At Cuppy’s Coffee the hope is that everyone will recycle the new cups.